Directed the BVACCEL Team at Faherty Brand by highlighting the current issues related to user experience and design within the existing Faherty Brand ecommerce site. Also, initiated the outlook for revamping the preexisting ecommerce site, by referencing the most current websites and applying newly strategized wireframes, user flows and designs. Furthermore, competitor brand sites were analyzed and compared within the web ecommerce platform to gather inspiration for user experience and overall design aesthetics, such as layouts, call to action buttons, navigation, footers, content curation, collection experience and merchandising. Through the use of this data research, “Frankenstein” site mock-ups were created to support the newly enhanced Faherty Brand customer shopping site with the statistical mindset of improving data and purpose behind customer experience.

Collaboration through daily collective think-tank meetings with the Creative Team, CMO, CEO and Merchandising Team allowed for consistent communication about these concepts, current projects and completed designs. As a team, discussions focused on gender driven home pages and how to drive and alter the shopping experience towards both female and male user preferences. The “Frankenstein” site mock-ups were then used to create wireframes, in which extremely rudimentary geometric shapes were built for each concept as well as color coordination to support shopping experiences per gender. This ultimately led to the improved design layout for Faherty Brand’s site imagery, aesthetic and navigation with a focus on statistical performance data behind all independent decision making.